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IJBM
34,3
Internet banking service quality
and its implication on
e-customer satisfaction and
280 e-customer loyalty
Received 9 October 2014
Revised 2 February 2015 Muslim Amin
8 May 2015 Department of Management, College of Business Administration,
Accepted 19 May 2015
King Saud University, Riyadh, Kingdom of Saudi Arabia
Abstract
Purpose – The purpose of this paper is to examine the internet banking service quality and its
implication on e-customer satisfaction and e-customer loyalty.
Design/methodology/approach – A total of 1,000 questionnaires were distributed for internet
banking customers and 520 were returned (resulting 52 percentage of response rate).
Findings – The results confirmed that the all four dimensions (personal need, site organization, user
friendliness, and efficiency of website) are distinct constructs. The results also indicated that internet
banking service quality consisting of four dimensions has appropriate reliability and each dimensions
has a positive significant relationship with internet banking service quality. The efficiency of banking
website is the important aspect of internet banking service quality. The finding found that the
relationship between internet banking service quality, e-customer satisfaction and e-customer loyalty
are significant.
Practical implications – The results show that the higher level of internet banking service quality
significantly impacts to e-customer satisfaction and consequently leads to e-customer loyalty and a
lower intention to leave the relationship with bank.
Originality/value – This study proposes a model to understand the effect of internet banking service
quality on e-customer satisfaction and e-customer loyalty in developing country. The constructs truly
reflect the dynamism of customers’ banking relationship and a better understanding the attitude on
internet banking will help the bankers in implementing more effective marketing strategies.
Keywords Malaysia, Internet banking, e-Customer loyalty, e-Customer satisfaction,
e-Service quality
Paper type Research paper
1. Introduction
Internet banking has customers who interact through network technology, whereas
traditional banking interacts with customers on non-website-based settings. However,
internet banking services have unique characteristics that traditional banking services
do not possess. For example, internet banking provides the customers to carry out a
range of banking activities electronically at any time and place with low handling cost
(Angelakopoulos and Mihiotis, 2011; Narayanasamy et al., 2011; Nor and Pearson, 2008;
Weir et al., 2006; Yoon and Steege, 2013). In this way, internet banking plays an
important role in reducing operating and fixed costs (Chen et al., 2012; Fonseca, 2014;
Zhao et al., 2010) and helps the bank in building better relationship with their
customers (DeYoung et al., 2007; Ribbink et al., 2004; Rod and Ashill, 2010; Rod et al.,
International Journal of Bank
Marketing 2009). In Malaysia, the development of internet banking has a great potential and has
Vol. 34 No. 3, 2016
pp. 280-306
grown significantly along with the use of smart phones and tablets; and the penetration
© Emerald Group Publishing Limited
0265-2323
rate of internet is half of the country’s population. As per March 2014, the number of
DOI 10.1108/IJBM-10-2014-0139 internet banking subscribers is 52.9 percent over the 15.9 million (Bank Negara
Malaysia Report, 2014). Despite the increasing number of internet banking users, Internet
the customer adoption of internet banking has not yet reached the expected levels. banking
One of the common concerns that have been emphasized about the adoption of
internet banking is poor service quality and customer dissatisfaction (Calisir and
service quality
Gumussoy, 2008; Li-hua, 2012; Zhao et al., 2010). In fact, the main barrier for customer
intention to use internet banking services is relate to the user habits. Additionally,
customers are struggling to change their habits, behaviors, the way they interact with 281
its internet banking services offer (Alsajjan and Dennis, 2010; Chemingui, 2013; Chen
and Teng, 2013; Hanafizadeh et al., 2014; Khalil et al., 2010; Nor and Pearson, 2008).
The potential customers’ readiness to adopt the technology is also a significant factor
(Al-Ajam and Md Nor, 2015; Al-alak, 2014; Chiou and Shen, 2012; Giordani et al., 2014;
Harrison et al., 2014; Rezaei et al., 2014). Interestingly, Karjaluoto et al. (2002) found lack
of consumer skills and experience with computers and technologies, which influence
the consumer attitude toward internet banking. In addition, interpersonal, social
network, security concerns (Hasim and Salman, 2010), habit and personality traits
(McNeish, 2015) are the main criteria which influence customers to use internet
banking. In fact, the lack of awareness and understanding of the benefits of internet
banking services is also a notable issue (Guriting and Ndubisi, 2006; Harrison et al.,
2014; Laforet and Li, 2005; Liu et al., 2005; Suzanne Harrison et al., 2014; Thakur, 2014;
Wu et al., 2012; Zhao et al., 2008).
The way customer perceives the service quality of a website-based settings is
different from that of traditional services. Thus, investigating the service quality in the
internet banking industry is important (Choudhury, 2013; George and Kumar, 2014; Ho
and Lin, 2010; Kaura et al., 2015; Ranaweera and Sigala, 2015; Singh and Kaur, 2013).
It is important not only to understand how customers evaluate the integrated internet
banking service processes, but also to identify the main dimensions which measures
integrated service quality in internet banking. Previous research on service quality
mostly have been validated in Europe and North America using SERVQUAL or
SERVPERF measurement scales; it is likely that the cultural difference of customers
will influence its applicability in Malaysia context. For example, Karatepe et al. (2005)
suggested that service quality scales developed in one culture may capture service
quality sentiments in another culture. In addition, the different interpersonal designs of
different industry may also differ from one country to another (Black et al., 2014; Brady
and Robertson, 2001; Chen et al., 2012). To accomplish this gap, relevant items from
internet banking service quality scales (Herington and Weaven, 2009; Ho and Lin, 2010)
are adapted and incorporated. This approach is more appropriate and emphasizes on
technical aspects of website rather than traditional service quality dimensions.
Moreover, bank customers are becoming more open to competitive advancements, thus
internet service quality alone may not be sufficient to ensure long-term relationship
between the customers and the banks (Brun et al., 2014). Consequently, customer
satisfaction and loyalty have been identified as an important factor in building and
maintaining the relationship with their customer in order to reduce the perceived risk of
using internet banking (Aldas-Manzano et al., 2011; Chen, 2013; Chen et al., 2012;
Dahlstrom et al., 2014). Additionally, Black et al. (2014) explain that service quality has
a stronger relationship with customer outcomes when services are inseparable or
relational. This situation has directed many banks to undertake high levels of
marketing effort and upgrading of internet banking technology in order to increase the
relationship with their customers. Although previous research has attempted to
investigate the relationship between customer satisfaction and customer loyalty across
IJBM several industries, there is lack of research in this area in relation to Malaysian internet
34,3 banking context. In fact, overall results can be different from one researcher to another
depending on measurement scales used in their study. This study attempts to
investigate the structural relationship between internet banking service quality,
e-customer satisfaction, and e-loyalty based on distinct constructs. In this study, the
construct and model of e-satisfaction developed by Herington and Weaven (2009) and
282 Ribbink et al. (2004) and e-customer loyalty by Ramseook-Munhurrun and Naidoo
(2011) and Zeithaml et al. (1996) are applied to the context of internet banking industry.
e-customer satisfaction is measured as a multi-items measure to specify customer
satisfaction and will be defined to transaction-specific judgments from internet
banking perspectives (Bodet, 2008; Bressolles et al., 2014; Cronin and Taylor, 1992;
Herington and Weaven, 2009). Thus, customer loyalty is defined as consumer’s
intention to revisit the website of internet banking in the future (Amin et al., 2013;
Ramseook-Munhurrun and Naidoo, 2011; Zeithaml et al., 1996). This research study
makes a significant contribution to literature of bank marketing and academicians by
explaining how internet banking service quality dimensions are used as a predictor of
e-customer satisfaction and consequently increase e-customer loyalty In this study,
four key dimensions of internet banking service quality (personal need, site
organization, user friendliness and efficiency of websites), have been found as the main
factors influencing e-customer satisfaction and loyalty. Therefore, a better
understanding of these relationships will help the internet banking industry in
developing the marketing strategies, maintaining long-term the relationship with their
customers, and achieving competitive advantages in the global market.
2. Literature review
2.1 Internet banking service quality
In the context of the internet, e-service quality is defined as a consumer’s overall
evaluation and judgment on the quality of the services that is delivered through the
internet (Bauer et al., 2006; Liao et al., 2011; Parasuraman et al., 2005; Santos, 2003;
Zeithaml et al., 2002). Based on this, e-service quality has been conceptualized as a base
for interactive information service (Ghosh et al., 2004). For this reason, Rolland and
Freeman (2010) suggested that the conceptualizations of e-service quality must be
expanded to the global level and e-service quality needs consideration on all aspect of
the transaction, including service delivery, customer service and support.
Until today, numerous researchers have developed service quality concepts across
different industries and countries (Aagja and Grarg, 2010; Akram and Sultan, 2014;
Angur et al., 1999; Arasli et al., 2005a, b; Collier and Bienstock, 2006; George and
Kumar, 2014; Gounaris et al., 2010; Guo et al., 2008; Karatepe et al., 2005; Ladhari et al.,
2011; Raza et al., 2015). For example, Carlson and O’Cass (2011) highlight that
consumers evaluate different dimensions of e-service delivered in order to form an
overall evaluation of e-service quality. The findings conclude that the dimensions of
e-service quality, i.e. environment quality, delivery quality and outcome quality are
antecedents to global e-service quality measurement. In online banking industry,
Herington and Weaven (2009) found four dimensions of e-ServQual: personal needs,
site organization, user friendliness, and efficiency; and all factors are rated as an
important factor to determine the e-service quality. Similarly, Jayawardhena (2004)
proposed five dimensions to measure e-service quality: access, web interface, trust,
attention, and credibility, and concluded that customers specified the notion
that service quality in e-banking is largely determined by web elements.
Additionally, Rod et al. (2009) explored three dimensions of service quality that influence Internet
overall internet banking service quality: customer service quality, online information banking
system quality, banking service product quality. In Greece, Santouridis et al. (2009)
investigated internet service quality and its impact on customer satisfaction in the
service quality
banking context by adopting an instrument, which is based on SERVQUAL and found
that e-service quality are consists of six dimensions: assurance, quality of information,
responsiveness, web assistance, empathy and reliability. The findings confirm that 283
familiarization-related dimensions, such as empathy and web assistance, play an
important role in customers’ willingness to recommend the service to other people.
In Taiwan, Ho and Lin (2010) found five dimensions for measuring e-service quality of
internet banking, namely: customer service, web design, assurance, preferential
treatment, and information provision. In Hong Kong, Siu and Mou (2005) attempted to
examine customers’ service quality perceptions in internet banking and four analytical
dimensions are identified: credibility, efficiency, problem handling and security.
In Thailand, Thaichon et al. (2014) reveal that service quality is influenced by network
quality, customer service, information support, privacy and security. In Malaysia, Poon
(2008) explored the determinants of users’ adoption of e-banking services and found ten
attributes: convenience of usage, accessibility, features availability, bank management
and image, security, privacy, design, content, speed, and fees and charges.
However, there are some criteria that have not been elaborately emphasized yet,
such as performance and security of banking transactions, as well as the confidentiality
of personal account data (Aladwani, 2001; Aldás-Manzano et al., 2009; Hanafizadeh and
Khedmatgozar, 2012; Zhao et al., 2010). For example, Zeithaml et al. (2002) explained
that typically customers evaluate websites and service quality delivery in terms of
information availability and content, ease of use or usability, privacy/security, graphic
style, and fulfilment of purpose. Interestingly, Zeithaml et al. (2000) suggest that
personal service is not a critical element in e-SQ, except the situation when problems
occur or where the customers adopt complex decisions. In this sense, customers do not
necessarily expect to come across much empathy in an online setting, except when they
have queries or problems (Barrutia and Gilsanz, 2009). Although, research on e-service
quality (Bauer et al., 2006; Bressolles et al., 2014; Clemes et al., 2011; Herington and
Weaven, 2009; Jiang et al., 2015; Kuo and Tang, 2013; Parasuraman et al., 2005; Wu and
Ko, 2013; Zeithaml et al., 2002) has grown extensively and applied substantively
through these instrument in variety of settings, still it been criticized. Generally, critics
have questioned the multidimensional nature of the instruments, measurement scales,
psychometric properties, and the feasibility of e-SERVQUAL as a framework in
measuring e-service quality. Several researchers suggest that service quality should be
based on a hierarchical concept (Brady and Cronin, 2001; Clemes et al., 2011; Dabholkar,
1996; Dabholkar and Bagozzi, 2002; Dabholkar et al., 1995, 2000; Fassnacht and Koese,
2006; Martínez and Martínez, 2010; Wu and Cheng, 2013; Wu and Hsu, 2012). More
recently, Carlson and O’Cass (2011) adapted Dabholkar et al. (2000) model for
measuring e-service quality using measurement approach. They concluded that
environmental quality, delivery quality, and outcome quality are dimensions to
measure e-service quality. Thus, it is argued that the service quality framework
introduced by Parasuraman et al. (1985, 2005) may not achieve the same level of
validity in online case (Sahadev and Purani, 2008). Therefore in this study, perceptions
and reasoned actions are used as the basis for measuring e-service quality. The
attributes of e-banking service quality are defined as multidimensional construct and
adapted from literature based on the perspective of Herington and Weaven (2009); and
IJBM Ho and Lin (2010). The dimensions are putting more emphasis on the importance of
34,3 technical aspects of website delivery, in contrast to the traditional service quality
instruments which focus on the human elements.
3. Hypotheses development
3.1 Internet banking service quality and e-customer satisfaction
In the service literature, the causal relationship between banking service quality and
customer satisfaction is the subject of great academic debate and no consensus on this
issue has been reached (Babakus and Boller, 1992; Bahia and Nantel, 2000). Some
researchers and academicians describe customer satisfaction as an antecedent of
service quality (Bitner et al., 1990; Carman, 1990; Parasuraman et al., 1985), and others
have argued that the service quality is an antecedent of customer satisfaction (Amin
and Isa, 2008; Anderson and Sullivan, 1993; Cronin et al., 2000; Cronin and Taylor, 1992;
Kashif et al., 2015; Sheng and Liu, 2010; Yap et al., 2012). In banking sector, Joseph and
Stone (2003) have highlighted that the availability of internet banking services delivery
and user friendliness appears to be correlated with high customer satisfaction and
retention. Similarly, Rod et al. (2009) found that when overall internet banking service
IJBM quality is perceived to be high, customers are more likely to be satisfied with their
34,3 online service and consequently will be more satisfied with their banks. For this reason,
Anderson and Srinivasan (2003) suggests that e-customer satisfaction is likely to be
driven by website characteristics (e.g. ease of use), since the website is the principle
interface between the customer and the firm. Consequently, positive customer
perceptions of the quality of the various e-service attributes will result in satisfaction
286 with the e-service provided through the website (Carlson and O’Cass, 2011; Cristobal
et al., 2007; Kaura et al., 2015; Raza et al., 2015; Singh and Kaur, 2013). In addition,
Bressolles et al. (2014) suggest that although e-customer satisfaction is influenced by
website attributes, different consumers will be affected differently. Additionally, Black
et al. (2014) explain that relationship between service quality and customer satisfaction
is stronger for those that are less technically complex of services. In this situation,
customers who have information technology skills can easily use the internet banking
service, and they will have higher-satisfaction levels than others (Herington and
Weaven, 2009; Ho and Lin, 2010; Lang and Colgate, 2003; Li-hua, 2012). Consequently,
internet service quality will also influence customers to revisiting the internet website
and deliver positive WOM to other customers (Carlson and O’Cass, 2010). Hence,
the following research hypotheses are proposed:
H1. Internet banking service quality has a positive relationship with e-customer
satisfaction.
H2. Internet banking service quality has a positive relationship with e-customer
loyalty.
4. Methodology 287
4.1 Data collection process
Data were collected through a developed structured questionnaire as measurement
tool. Since no sampling frame was available, samples could not be obtained through
probability sampling method. A convenience sampling approach was used in this
study. The interviewers visited and distributed the questionnaires by hand to the
customers outside the bank counters. Respondents were selected among those
customers who visited the sampled banks during day time and at various days for a
week or a month. Respondents were customers visiting the counters of banks and had
experienced with internet banking services prior to completing the survey. However, in
answering the questions, various controls and filter questions were put in place to
ensure the quality of the survey. The purpose of the filter questions was to make sure
that the respondents fit the two basic restrictions, being 18 years old or over, and have
experienced with internet banking transaction. The last filter question was to ensure
that the respondents agreed to participate in this survey and respondents were assured
of confidentiality. They were politely approached and the purpose of the study was
explained. This study was conducted in four different cities in Malaysia by four trained
interviewers during December 2012-April 2013 period. In Malaysia, 31 local and
international banks are offering internet banking services. In this study, ten
commercial banks and forty branches were selected in four different cities in Peninsula
Malaysia. In total, 25 respondents from each branch and city were involved. The ten
commercial banks consisting of AmBank, Alliance Bank, Bank Muamalat, Bank Islam
Malaysia Berhad, CIMB Bank, CIMB Islamic Bank, Hong Leong Bank, Maybank,
Public Bank, and RHB Bank. Ten commercial banks were selected based on
accessibility and have more branches across the country. Two cities represent levels of
economic development in the southern area ( Johor Bahru, and Melaka), one city
represent the north area with developing economic growth (Pulau Pinang), one city
represent the east coast area (Kuantan), and two cities represent the central areas where
most commercial banks in Malaysia locate their head offices (Kuala Lumpur and Shah
Alam). The selection of bank branches across a spread of different cities has the
purpose of enhancing the generalizability of the findings and representation of internet
banking customers. The banking sectors were chosen because they represent one of the
typical service sectors involved in developing economic growth in Malaysia. In this
study, online administration of the survey was not adopted due to low response rate
(Herington and Weaven, 2009).
Table II.
Variable GFI CFI χ²/df RMSEA Sig. Goodness-of-fit
statistics for
First-order CFA 0.957 0.982 2.273 0.05 0.000 measurement model
Second-order CFA 0.956 0.982 2.234 0.04 0.000 of internet banking
Notes: First-order CFA ¼ 14 items; Second-order CFA ¼ 14 items service quality
IJBM Standardized
34,3 Constructs Items Factor Loading AVE CR
indicate good reliability of the data set. To assess the convergent validity for each
construct, the standardized factor loadings were used to determine the validity of the
constructs (Anderson and Gerbing, 1988; Hair et al., 2010). Convergent validity can be
ascertained if the loadings are greater than 0.5 (Bagozzi and Yi, 1988b, 1991;
Fornell and Larcker, 1981), composite reliability greater than 0.7 (Hair et al., 2010) and
the AVE is greater than 0.5 (Fornell and Larcker, 1981). The findings indicate that
each factor loading of the reflective indicators ranged from 0.699 to 0.957 and
exceeded the recommended level of 0.50. As each factor loading on each construct
was more than 0.50, the convergent validity for each construct (internet
banking service quality, e-customer satisfaction, and e-customer loyalty) were
established, thereby providing evidence of construct validity for all the constructs in
this study (Anderson and Gerbing, 1988; Hair et al., 2010). In addition, AVE was
calculated for assessing discriminant validity for the constructs (Black et al., 1998;
Hair et al., 2010), and the AVE ranged from 0.623 to 0.735. Table IV shows the
discriminant validity of the constructs, since the square root of the AVE between
Internet
Customer Efficiency of User Site Personal Customer
satisfaction websites friendliness organization need loyalty banking
service quality
Customer
Satisfaction 0.818
Efficiency 0.650 0.811
User
friendliness 0.537 0.572 0.839
291
Site
organization 0.607 0.649 0.587 0.857
Personal need 0.479 0.376 0.282 0.338 0.847
Customer
loyalty 0.640 0.640 0.403 0.521 0.413 0.789 Table IV.
Notes: Below the diagonal: correlation estimated between the factors; Diagonal: square root of AVE Discriminant validity
each pair of factors was higher than the correlation estimated between factors,
thus ratifying its discriminant validity (Bagozzi and Yi, 1988a; Black et al., 1998;
Hair et al., 2012b).
e12 EW1
CL1 CL2 CL3 CL4 CL5
e13 EW2 Efficiency of
1 website
e14 EW3
e26 e27 e28 e29 e30 Figure 1.
Research model
Notes: *Significant; ns, not-significant
IJBM measured by three indicators, site organization by four indicators, user friendliness by
34,3 four indicators, and efficiency of website by three indicators. Meanwhile, e-customer
satisfaction and e-loyalty are measured by five indicators for each dimension.
The findings suggest that the structure model of internet banking service quality
dimensions is a good determinant of e-customer satisfaction and e-customer loyalty.
Table V show the results, which indicate the acceptable goodness-of-fit model.
292 The χ² are significant ( χ² ¼ 884.001, χ²/df ratio 3.286, p ¼ 0.000. The model has a
RMSEA value of 0.07, which is below range level and considered satisfactory. The CFI
value of 0.936 and NFI of 0.925 indicated that the model is satisfactory, since the value
is above 0.90 (Anderson and Gerbing, 1988; Hair et al., 2010, 2012a, b). Overall, the
values are close to the threshold, and, thus, they are represent an acceptable model fit.
The standardized parameter estimates and significant values for the hypothesis
relationships are presented in Table V. The significant path coefficient has shown that
the efficiency of website and site organization dimension had the most important
impact on internet banking service quality, followed by user friendliness and personal
need, respectively. The standardized path was 0.822 for efficiency of website, 0.782 for
site organization, 0.697 for user friendliness, and 0.487 for personal need, respectively.
The results show that internet banking service quality has a positive relationship with
e-customer satisfaction ( β ¼ 0.810; ρ ¼ 0.001), thus H1 is supported. However, there has
no positive relationship between internet banking service quality on e-customer
loyalty, thus, H2 is not support. There is a positive relationship between e-customer
satisfaction and e-loyalty ( β ¼ 0.648; ρ ¼ 0.001), thus, H3 is supported.
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